Nearly half of homeowners have carried out property research without telling other members of their household, suggesting potential sellers are entering the market long before they openly decide to move.
Zoopla research found 44% have taken at least one property-related action in secret, including browsing listings, checking their home’s value or researching where they could afford to live.
More than a quarter – 27% – have privately browsed property listings, while 21% have checked the value of their existing home online.
The behaviour becomes considerably more pronounced among prospective movers, with 72% of those considering buying within the next one to three years having already undertaken some property research without telling others at home.
EARLY RESEARCH
Among this group, 61% have browsed listings, 36% have investigated another area or town and 30% have calculated how much they could afford or borrow.
Almost a quarter – 23% – have developed what Zoopla describes as a secret “property crush” on a particular home, while 19% have saved or shortlisted a property.
Even among those seriously considering a move within the next 12 months, some remain reluctant to reveal their intentions. Some 24% have secretly saved or shortlisted a property and 21% have checked the value of their existing home.
London recorded the highest proportion of secret property research at 62%, followed by the West Midlands at 54% and North West at 53%. Scotland had the lowest at 31%.
POTENTIAL MOVERS
Richard Donnell (main picture, inset), Executive Director at Zoopla, says: “Doing your homework early is important. That means understanding what you can afford, looking at how far your budget will stretch in different areas and, for existing homeowners, knowing what your current home is worth and how much equity you have to put towards your next purchase.
“House prices and market conditions vary widely across the country, and even between neighbouring areas, so buyers shouldn’t rely on the national picture when working out their next move.”
The research was conducted by Opinium on behalf of Zoopla between 17 and 22 September 2026 among 2,000 UK adults who live with another adult.
